Twenty Twenty: A Visionary Approach to Packaging Design

Panos Tsakiris' Award-Winning Design Combats Hangovers with Style

Twenty Twenty is not just a packaging design; it's a solution to a common problem. The inspiration behind this design is the impact of alcohol on the brain and consequently the eyesight. Alcohol slows the pace of communication between neurotransmitters in the brain, causing distorted or double vision. This innovative design addresses this issue, offering a drink that promises to prevent hangovers. The drink is a mix of vitamins, rehydration salts, amino acids that break down toxins, caffeine, and one secret ingredient.

The uniqueness of Twenty Twenty lies in its branding strategy and design. The name of the drink is placed partially on the front (20) and on the back of the bottle label (20). As the user consumes the drink, the logo becomes more visible. When the drink reaches the lowest point, the logo is clear, indicating that the user has absorbed all the required ingredients. This design encourages the user to rehydrate, a crucial step in preventing hangovers.

The design was realized using recycled and recyclable plastic, potentially made from recycled spirit labels or bottles. With dimensions of Width 54mm x Depth 54mm x Height 153mm, the packaging is compact and convenient. The muted colors of the packaging are a strategic choice, allowing the cortex and the retinas to take a break from color stimulation.

The project was a competition project that started on July 7 and finished on July 31 in London. The target audience for this product is mid to high educated millennials living in the UK who enjoy a few drinks more than usual every Friday and Saturday. The ethical aspect of the project was a significant challenge, but the design successfully navigates this issue.

Twenty Twenty is a testament to Panos Tsakiris' innovative approach to design. It is a product that not only looks good but also serves a purpose. The design has been recognized with a Golden A' Packaging Design Award in 2018, a testament to its outstanding and trendsetting creation. This design embodies extraordinary excellence and significantly impacts the world with its desirable characteristics.